• Africa’s sports economy could expand from $12bn to $30-35bn over the next decade
• Tourism contributes up to 8% of GDP across the continent, with safari tourism valued at over $17bn
• Major sporting events and infrastructure investments are increasing tourism inflows in several countries

Sports tourism in Africa is projected to grow from approximately $12 billion to between $30 billion and $35 billion over the next decade, according to estimates cited by New African Magazine. This expansion is unfolding within a sector that already accounts for 7% to 8% of GDP across many African economies, while sports tourism represents around 10% of total global tourism expenditure, according to UN Tourism.

Major sporting events as economic catalysts

Large international competitions illustrate the concrete potential of sports tourism across the continent. In South Africa, the 2010 FIFA World Cup generated approximately $3.6 billion in economic impact and attracted more than 300,000 international visitors. In Cameroon, the 2021 Africa Cup of Nations drove investment in stadiums, roads and hospitality infrastructure, while drawing teams, officials and spectators from multiple countries.

Morocco, which already welcomed more than 14 million tourists annually before the pandemic, is preparing to co-host the 2030 FIFA World Cup, further consolidating its position as a leading sports and tourism destination. In Kenya, international athletics events and marathons continue to attract foreign participants, frequently combined with visits to the country's established tourism destinations.

A continental tourism sector in recovery

These sports-driven dynamics are building on a broader African tourism sector that is regaining strength. In 2019, tourism across the continent generated more than $186 billion in economic output and supported around 25 million jobs, equivalent to 5.6% of total employment, according to the World Travel and Tourism Council. By 2024, the sector's contribution was estimated at $168 billion, supporting approximately 18 million jobs.

Following the 2020 downturn, international arrivals in Africa had recovered to 96% of pre-pandemic levels by 2023. Industry forecasts project the African travel market to grow from $27 billion in 2026 to nearly $40 billion by 2034. Morocco increased its arrivals from 9.3 million in 2010 to more than 13 million in 2019, while Egypt reached approximately 13 million visitors before the pandemic, according to UN Tourism.

Nature and wildlife tourism as the foundation of the African model

Nature-based tourism remains a structural pillar of African tourism revenues. The safari market is estimated at $17.3 billion in 2025 and is projected to reach $25.7 billion by 2032. Globally, the segment is forecast to grow from $34.6 billion in 2023 to more than $51 billion by 2030.

In Tanzania, tourism generates more than $2.5 billion annually, driven primarily by destinations such as Serengeti National Park. In Kenya and South Africa, wildlife tourism accounts for a significant share of visitor spending and remains a major contributor to GDP and employment.

Adventure tourism represents another expanding segment, estimated at $2.7 billion in 2025 and projected to reach $5.5 billion by 2035, with wildlife accounting for approximately 38% of this market. In Rwanda, tourism revenues stood at around $620 million before the pandemic, supported in part by international sporting partnerships and events.

By Cynthia Ebot Takang